New generation of donors demands more service, accountability
Better Customer Service, Greater Accountability
March 13, 1995; Canadian FundRaiser
Today's donors to annual campaigns are making new demands not present only a few years ago --- demands for customer service, accountability, information and restricted gifts. So said Bob Brown, president of Artsmarketing Services Inc., speaking at a recent NSFRE luncheon. Other recent trends identified by Brown include stagnant or declining renewal rates, diminishing direct mail returns, an increase in the average age of donors, higher gift values, higher costs, more competition, and more government cuts.
Brown provided the following list. While the list is simple, straightforward and logical, far too many organizations are falling short of the mark!
What people are saying
- You're asking too often
- They want to be involved
- They want to know what's going on
- They want to know where their money is going, how it is being spent, and what their last donation did, before you ask them for more
- They want you to know who they are, how much they gave, and when
- They want giving to be easy, on their terms, and when they want to give
- They want to feel that they are making a difference, that they are needed
- They want you to spell their name correctly, and not send them six pieces of mail at the same time
- They want you to do what you said you would (send tax receipt, newsletter, premium)
- They want to be thanked
- They want to understand what you do, how it's different from what other organizations do, and what you've accomplished.
"So what can we do now?" Brown asked. "We can provide financial information --- how much you raise, how much was spent on fundraising and administration, and how much went to the programs they gave to. We can clean up our databases, send new donor welcome packages, and invite them to guest lectures."
"We can test our fulfilment frequently --- how fast did the pledge form, thank you, premium, newsletter, tax receipt, and renewal notices arrive? If there is a negative press article, we can counter it quickly with factual information, and we can tell our donors when we hit our fundraising goals. Most important, we need to thank them quickly and often."
